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How SMBs in Europe are
embracing social media
1 How SMBs in Europe are embracing social media
2 Focus on the UK
3 Focus on France
4 Focus on the Netherlands
5 Focus on the Middle East
Contents
Who did we survey? 1,390 Decision-Makers
in Small and Medium Businesses
(SMBs) in the U.K., NL, FR,
Austria, Switzerland, Germany,
Denmark, Spain, France, Norway,
Sweden
How are SMBs defined? Businesses with:
• Less than 500 employees
• Less than €5M EUR (or
country currency equivalent)
annual revenue
This report explores how Small and Medium Businesses (SMBs)
in Europe make use of social media.
How SMBs in Europe are embracing social media
SMBs in Europe are growing
…and are using Social Media
How SMBs in Europe are embracing social media
69%
64%
have an increased number of
customers
have increased overall
revenue
have increased overall
profitability 58%
5
SMBs in Europe are experiencing widespread year-on-year growth
How SMBs in Europe are embracing social media
HYPER-GROWTH Significant increase in overall
revenue compared to last year
6
14% of SMBs report that they are currently
in a hyper-growth phase
14%
50%
36%
GROWTH Increase in overall revenue
compared to last year
NON-GROWTH No change or decrease in overall
revenue compared to last year
How SMBs in Europe are embracing social media
7
Almost all SMBs surveyed use Social Media for their business…
91% of SMBs
are Current
Users of
Social Media
5% are Future
Users
How SMBs in Europe are embracing social media
8
91%
66% 63%
43%
35%
15% 14%
LinkedIn Twitter Facebook YouTube Google+ Instagram Pinterest
and LinkedIn is the #1 Social Media site used by the companies
of the individual SMB professionals surveyed
How SMBs in Europe are embracing social media
SMBs see Social Media as a key way
to meet their business challenges
How SMBs in Europe are embracing social media
10
SMBs were 2X as likely to report that Social Media and social ads
contributed to customer growth, compared to other online ads
35%
25%
17%
14%
7% 7%
Contributed to growth incustomer numbers
Contributed to growth inoverall revenue
Social media and social ads
Other online ads
Offline ads
How SMBs in Europe are embracing social media
11
Growing SMBs were significantly more likely to plan to increase
their Social Media spend in the next 12 months
53% 51%
47%
42%
Increased Social Mediaspend this year
Plan to increase Social Mediaspend next year
Growth SMBs
Non-growth SMBs
3 in 4 of all SMBs that
increased social
media spend this
year, planned to
increase spend
again next year
How SMBs in Europe are embracing social media
12
Top challenges currently faced by SMBs relate to generating
business, boosting profit margins and hiring
22%
30%
30%
31%
66%
Managing cash flow
Finding and hiring good employees
Increasing profit margins
Marketing and advertising effectively
Attracting new / retaining current customers
How SMBs in Europe are embracing social media
13
Social media is helping SMBs overcome
some of their key challenges
“Social media is important
for retaining/getting new
customers”
“Social media is important for
marketing my company”
79%
68%
Social media helps my
company source and hire
new employees
56%
How SMBs in Europe are embracing social media
SMBs are looking for financial
information on Social Media
How SMBs in Europe are embracing social media
15
have used LinkedIn for
financial purposes
40% 44% are already using Social
Media for at least one
financial purpose
How SMBs in Europe are embracing social media
16
SMBs can be reached at each stage of their decision
making journey on LinkedIn
2%
2%
7%
8%
10%
12%
22%
12%
19%
Purchased an investment product
Purchased an insurance product
Asked a financial professional for additional info about afinancial product / policy / account type
Discussed a financial product / policy or account typewith a family member, friend, or colleague
Contacted a financial representative
Conducted additional research on a financial product
Shared info about financial trends/products/companies
Learned of a financial product was not aware of
Learned about a financial company was not aware of
Awareness
Consideration
Purchase
How SMBs in Europe are embracing social media
SMBs will be most engaged by do-it-yourself content, as well as
innovation news and peer or expert reviews
17
Top 6 Impactful Types of Financial services Content
1
Best practices, How-To-guides and
checklists
2
New innovation and technology developments
3
Expert ratings, reviews or testimonials
6
Market and economic commentary
4
Customer stories and case studies
5
Peer ratings, reviews or testimonials
How SMBs in Europe are embracing social media
18
Top Trending Topics among Manager+ in SMBs in Europe
10 real-world tips for building
relationships and closing more
on LinkedIn
Recruitment Success Kit:
15 tips for 2015
Make it Matter – Security,
Mobility, Cloud, Big Data
Solutions
Warren Buffett Just Wrote His
Best Annual Letter Ever
– Bill Gates
Why you should hire a
French person
Six Secrets to Success at Work
– Jack Welch
How SMBs in Europe are embracing social media
19
Customer service and reputation feature highly as factors to
consider when choosing a financial services company
Top 3
Consideration Factors
3. Brand & Reputation 48%
2. Customer Service 54%
1. Charges and rates 57%
How SMBs in Europe are embracing social media
Transparency and clarity as well as direct experience with a
provider, are key to increasing the confidence of SMBs
6%
62%
31%
Confidence in the Financial Service industry in the past 12 months
Increased confidence
Stayed the same
Decreased confidence
12%
12%
19%
37%
48%
53%
66%
Visibility of employees
Press coverage
Conversations with friends / family / colleagues
Responding quickly to enquiries
Personal experience dealing with a provider
Clear explanations of products and services
Transparency of price and terms / conditions
Factors that would increase confidence in the Financial Service industry
How SMBs in Europe are embracing social media
Key findings Implications for marketers
Almost all SMBs in Europe use
social media
An active presence on LinkedIn is
crucial for successful marketing and
customer acquisition
SMBs can be reached on LinkedIn at
each stage of their financial decision
making journey
Tap into vast pools of potential
customers by providing them an avenue
to share information about your brand
and products
Clear content related to financial products
and services and better customer
service are things SMBs look for in
financial service brands
Use LinkedIn to disseminate
information about financial products
and services, customer service and to
build confidence
1
2
3
How SMBs in Europe are embracing social media
Who did we survey? 456 Decision-Makers
in Small and Medium
Businesses (SMBs) in the UK
How are SMBs defined? Businesses with:
• Less than 500 employees
• Less than £4M GBP
annual revenue
This report explores how Small and Medium Businesses
(SMBs) in the UK make use of social media.
How SMBs in the UK are embracing social media
SMBs in the UK are growing
…and are using Social Media
How SMBs in the UK are embracing social media
70%
68%
have an increased number of
customers
have increased overall
revenue
have increased overall
profitability 63%
25
SMBs in the UK are experiencing widespread year-on-year growth
How SMBs in the UK are embracing social media
HYPER-GROWTH Significant increase in overall
revenue compared to last year
26
15% of SMBs report that they are
currently in a hyper-growth phase
15%
53%
32%
GROWTH Increase in overall revenue
compared to last year
NON-GROWTH No change or decrease in overall revenue compared to last year
How SMBs in the UK are embracing social media
27
Almost all SMBs surveyed use Social Media for their business…
93% of SMBs
are Current
Users of
Social Media
4% are Future
Users
How SMBs in the UK are embracing social media
28
92%
80%
68%
43% 39%
17% 11%
LinkedIn Twitter Facebook YouTube Google+ Pinterest Instagram
and LinkedIn is the #1 Social Media site used by the companies
of the individual SMB professionals surveyed
How SMBs in the UK are embracing social media
SMBs see Social Media as a key way
to meet their business challenges
How SMBs in the UK are embracing social media
30
Lead generation and social media are cited
as the main contributors to SMB growth
39%
29%
41% 41%
17%
13%
7% 8%
Contributed to growth incustomer numbers
Contributed to growth inoverall revenue
Social media and social ads Lead Generation
Other online ads Offline ads
How SMBs in the UK are embracing social media
31
Growing SMBs were significantly more likely to plan to increase
their Social Media spend in the next 12 months
63%
69%
53%
39% 41% 39%
Increased Social Mediaspend this year
Increased Lead generationspend this year
Hyper-growth SMBs Growth SMBs Non-growth SMBs
How SMBs in the UK are embracing social media
32
Top challenges currently faced by SMBs relate to generating
business, boosting profit margins and hiring
27%
30%
31%
32%
67%
Managing cash flow
Finding and hiring good employees
Marketing and advertising effectively
Increasing profit margins
Attracting new / retaining current customers
How SMBs in the UK are embracing social media
33
Social media is helping SMBs overcome
some of their key challenges
“Social media is important
for retaining/getting new
customers”
“Social media is important for
marketing my company”
79%
68%
“Social media helps my
company source and hire
new employees”
45%
How SMBs in the UK are embracing social media
SMBs are looking for financial
information on Social Media
How SMBs in the UK are embracing social media
35
have used LinkedIn for
financial purposes
37% 43% are already using Social
Media for at least one
financial purpose
How SMBs in the UK are embracing social media
36
SMBs can be reached on LinkedIn at each stage of
their decision making journey
2%
2%
8%
9%
10%
13%
19%
10%
20%
Purchased an insurance product
Opened a new financial account
Discussed a financial product / policy or account typewith a family member, friend, or colleague
Asked a financial professional for additional info about afinancial product / policy / account type
Contacted a financial representative
Conducted additional research on a financial product
Shared info about financial trends/products/companies
Learned of a financial product was not aware of
Learned about a financial company was not aware of
Awareness
Consideration
Purchase
How SMBs in the UK are embracing social media
SMBs will be most engaged by do-it-yourself content, as well as
innovation news, and peer or expert reviews
37
Top 6 Impactful Types of Financial services Content
1
Best practices, How-To-guides and
checklists
2
New innovation and technology developments
3
Peer ratings, reviews or testimonials
6
Thought leadership articles and stories
4
Expert ratings, reviews or testimonials
5
Customer stories and case studies
How SMBs in the UK are embracing social media
38
Top Trending Topics among Manager+ in SMBs in the UK
10 real-world tips for building
relationships and closing more
on LinkedIn
Recruitment Success Kit:
15 tips for 2015
Make it Matter – Security,
Mobility, Cloud, Big Data
Solutions
Warren Buffett Just Wrote His
Best Annual Letter Ever
– Bill Gates
Get the Free B2B Content
Marketing Report
Six Secrets to Success at Work
– Jack Welch
How SMBs in the UK are embracing social media
39
Customer service and reputation feature highly as factors to
consider when choosing a financial services company
Top 3
Consideration Factors
3. Brand and Reputation 52%
2. Customer Service 55%
1. Charges and Rates 60%
How SMBs in the UK are embracing social media
Transparency and clarity as well as direct experience with a
provider, are key to increasing the confidence of SMBs
8%
66%
26%
Confidence in the Financial Service industry in the past 12 months
Increased confidence
Stayed the same
Decreased confidence
13%
16%
20%
38%
50%
57%
63%
Visibility of employees
Press coverage
Conversations with friends / family / colleagues
Responding quickly to enquiries
Clear explanations of products and services
Personal experience dealing with a provider
Transparency of price and terms / conditions
Factors that would increase confidence in the Financial Service industry
How SMBs in the UK are embracing social media
Key findings Implications for marketers
Almost all SMBs in the UK use
social media
An active presence on LinkedIn is
crucial for successful marketing and
customer acquisition
SMBs can be reached on LinkedIn at
each stage of their financial decision
making journey
Tap into vast pools of potential
customers by providing them an avenue
to share information about your brand
and products
Clear content related to financial products
and services and better customer
service are things SMBs look for in
financial service brands
Use LinkedIn to disseminate
information about financial products
and services, customer service and to
build confidence
1
2
3
How SMBs in the UK are embracing social media
How SMBs in France are
embracing social media
Who did we survey? 168 Decision-Makers
in Small and Medium
Businesses (SMBs) in France
How are SMBs defined? Businesses with:
• Less than 500 employees
• Less than €5M annual
revenue
This report explores how Small and Medium Businesses (SMBs)
in Europe make use of social media.
How SMBs in France are embracing social media
SMBs in France are growing
…and are using Social Media
How SMBs in France are embracing social media
63%
59%
have an increased number of
customers
have increased overall
revenue
have increased overall
profitability 50%
45
SMBs in France are experiencing widespread year-on-year growth
How SMBs in France are embracing social media
HYPER-GROWTH Significant increase in overall
revenue compared to last year
46
15% of SMBs report that they are currently
in a hyper-growth phase
14%
46%
38%
GROWTH Increase in overall revenue
compared to last year
NON-GROWTH No change or decrease in overall revenue compared to last year
How SMBs in France are embracing social media
47
Almost all SMBs surveyed use Social Media for their business…
91% of SMBs
are Current
Users of
Social Media
6% are Future
Users
How SMBs in France are embracing social media
48
90%
60% 58%
43% 39%
36%
15%
LinkedIn Twitter Facebook YouTube Google+ Viadeo Instagram
and LinkedIn is the #1 Social Media site used by the companies
of the individual SMB professionals surveyed
How SMBs in France are embracing social media
SMBs see Social Media as a key way
to meet their business challenges
How SMBs in France are embracing social media
50
SMBs reported social media and lead generation as key
drivers for revenue and customer growth
32%
12%
20%
6%
25% 24%
Contributed to growth incustomer numbers
Contributed to growth inoverall revenue
Social media and social ads
Other online ads
Lead Generation
How SMBs in France are embracing social media
51
SMB’s have increased their spend in both social media and lead
generation and plan a further increase in the next year
50%
38%
50%
27%
Increased spend this year Plan to increase spend nextyear
Social Media
Lead generation
3 in 4 of all SMBs that
increased social
media spend this
year, planned to
increase spend
again next year
How SMBs in France are embracing social media
52
Top challenges currently faced by SMBs relate to generating
business, boosting profit margins and hiring
24%
25%
28%
35%
66%
Keeping up with technology
Increasing profit margins
Finding and hiring good employees
Marketing and advertising effectively
Attracting new / retaining current customers
How SMBs in France are embracing social media
53
Social media is helping SMBs overcome
some of their key challenges
“Social media is important
for retaining/getting new
customers”
“Social media is important for
marketing my company”
81%
68%
Social media helps my
company source and hire
new employees
54%
How SMBs in France are embracing social media
SMBs are looking for financial
information on LinkedIn
How SMBs in France are embracing social media
55
have used LinkedIn for
financial purposes
40% 45% are already using Social
Media for at least one
financial purpose
How SMBs in France are embracing social media
56
SMBs can be reached at each stage of their decision
making journey on LinkedIn
3%
3%
4%
7%
8%
13%
14%
15%
19%
23%
Purchased an insurance product
Purchased an investment product
Opened a new financial account
Asked a financial professional for additional info about afinancial product / policy / account type
Discussed a financial product / policy or account typewith a family member, friend or colleague
Conducted additional research on a financial product
Contacted a financial representative
Learned about a financial company was not aware of
Learned of a financial product was not aware of
Shared info about financial trends/products/companies
Awareness
Consideration
Purchase
How SMBs in France are embracing social media
SMBs will be most engaged by do-it-yourself content, as well as
innovation news and peer or expert reviews
57
Top 6 Impactful Types of Financial Services Content
1
Best practices, How-To-guides, checklists
2
New innovation and technology developments
6
Market and economic commentary
5
Peer ratings, reviews or testimonials
4
Expert ratings, reviews or testimonials
3
Customer stories and case studies
How SMBs in France are embracing social media
58
Customer service and reputation feature highly as factors to
consider when choosing a financial services company
Top 3
Consideration Factors
3. Brand & Reputation 42%
2. Customer Service 54%
1. Charges and Rates 56%
How SMBs in France are embracing social media
Transparency and clarity as well as direct experience with a
provider, are key to increasing the confidence of SMBs
5%
67%
28%
Confidence in the Financial Service industry in the past 12 months
Increased confidence
Stayed the same
Decreased confidence
6%
7%
23%
34%
45%
51%
62%
Visibility of employees
Press coverage
Conversations with friends / family / colleagues
Responding quickly to enquiries
Personal experience dealing with a provider
Clear explanations of products and services
Transparency of price and terms / conditions
Factors that would increase confidence in the Financial Service industry
How SMBs in France are embracing social media
Key findings Implications for marketers
Almost all SMBs in France use
social media
An active presence on LinkedIn is
crucial for successful marketing and
customer acquisition
SMBs can be reached on LinkedIn at
each stage of their financial decision
making journey
Tap into vast pools of potential
customers by providing them an avenue
to share information about your brand
and products
Clear content related to financial products
and services and better customer
service are things SMBs look for in
financial service brands
Use LinkedIn to disseminate
information about financial products
and services, customer service and to
build confidence
1
2
3
How SMBs in France are embracing social media
How SMBs in the Netherlands
are embracing social media
Who did we survey? 189 Decision-Makers
in Small and Medium
Businesses (SMBs) in the
Netherlands
How are SMBs defined? Businesses with:
• Less than 500 employees
• Less than €5M annual
revenue
This report explores how Small and Medium Businesses (SMBs)
in the Netherlands make use of social media.
How SMBs in the Netherlands are embracing social media
SMBs in the Netherlands are growing
…and are using Social Media
How SMBs in the Netherlands are embracing social media
69%
61%
have an increased number of
customers
have increased overall
revenue
have increased overall
profitability 54%
64
SMBs in the Netherlands are experiencing
widespread year-on-year growth
How SMBs in the Netherlands are embracing social media
HYPER-GROWTH Significant increase in overall
revenue compared to last year
65
14% of SMBs report that they are currently
in a hyper-growth phase
16%
45%
26%
GROWTH Increase in overall revenue
compared to last year
NON-GROWTH No change or decrease in overall revenue compared to last year
How SMBs in the Netherlands are embracing social media
66
Almost all SMBs surveyed use Social Media for their business…
92% of SMBs
are Current
Users of
Social Media
6% are Future
Users
How SMBs in the Netherlands are embracing social media
67
93%
58% 55%
43%
32%
15% 14%
LinkedIn Facebook Twitter YouTube Google+ Instagram Pinterest
and LinkedIn is the #1 Social Media site used by the companies
of the individual SMB professionals surveyed
How SMBs in the Netherlands are embracing social media
SMBs see Social Media as a key way
to meet their business challenges
How SMBs in the Netherlands are embracing social media
69
Lead generation and social media are cited
as key contributors of SMB growth
42%
38%
33% 34%
15% 18%
8% 8%
Contributed to growth incustomer numbers
Contributed to growth inoverall revenue
Lead Generation Social media and social ads
Other online ads Offline ads
How SMBs in the Netherlands are embracing social media
70
Growing SMBs were significantly more likely to plan to increase
their Social Media spend in the next 12 months
69%
38%
55%
43% 39% 37%
Plan to increase Social Mediain the next 12 months
Plan to increase LeadGeneration spend in the enxt
12 months
Hyper-growth SMBs Growth SMBs Non-growth SMBs
3 in 4 of all SMBs that
increased social
media spend this
year, planned to
increase spend
again next year
How SMBs in the Netherlands are embracing social media
71
Top challenges currently faced by SMBs relate to generating
business, marketing effectively and hiring
20%
25%
31%
34%
65%
Managing cash flow
Finding and hiring good employees
Increasing profit margins
Marketing and advertising effectively
Attracting new / retaining current customers
How SMBs in the Netherlands are embracing social media
72
Social media is helping SMBs overcome
some of their key challenges
“Social media is important
for retaining/getting new
customers”
“Social media is important for
marketing my company”
78%
73%
Social media helps my
company source and hire
new employees
67%
How SMBs in the Netherlands are embracing social media
SMBs are looking for financial
information on Social Media
How SMBs in the Netherlands are embracing social media
74
have used LinkedIn for
financial purposes
40% 44% are already using Social
Media for at least one
financial purpose
How SMBs in the Netherlands are embracing social media
75
SMBs can be reached on LinkedIn at each stage
of their decision making journey
2%
3%
5%
8%
6%
9%
8%
10%
10%
22%
Purchased an insurance product
Purchased in new investment product
Opened a new financial account
Discussed a financial product / policy or account typewith a family member, friend, or colleague
Asked a financial professional for additional info about afinancial product / policy / account type
Contacted a financial representative
Conducted additional research on a financial product
Learned of a financial product was not aware of
Learned about a financial company was not aware of
Shared info about financial trends/products/companies
Awareness
Consideration
Purchase
How SMBs in the Netherlands are embracing social media
SMBs will be most engaged by do-it-yourself content, as well as
innovation news, and peer or expert reviews
76
Top 6 Impactful Types of Financial services Content
1
Best practices, How-To-guides and
checklists
2
Peer ratings, reviews or testimonials
3
Expert ratings, reviews or testimonials
6
Thought leadership articles and stories
4
New innovation and technology
developments
5
Customer stories and case studies
How SMBs in the Netherlands are embracing social media
77
Rates and reputation feature highly as factors to consider
when choosing a financial services company
Top 3
Consideration Factors
3. Customer Service 47%
2. Brand and Reputation 48%
1. Charges and rates 50%
How SMBs in the Netherlands are embracing social media
Transparency and clarity as well as direct experience with a
provider, are key to increasing the confidence of SMBs
5%
58%
25%
Confidence in the Financial Service industry in the past 12 months
Increased confidence
Stayed the same
Decreased confidence
14%
14%
16%
33%
41%
62%
74%
Visibility of employees
Press coverage
Conversations with friends / family / colleagues
Responding quickly to enquiries
Personal experience dealing with a provider
Transparency of price and terms / conditions
Clear explanations of products and services
Factors that would increase confidence in the Financial Service industry
How SMBs in the Netherlands are embracing social media
Key findings Implications for marketers
Almost all SMBs in the Netherlands
use social media
An active presence on LinkedIn is
crucial for successful marketing and
customer acquisition
SMBs can be reached on LinkedIn at
each stage of their financial decision
making journey
Tap into vast pools of potential
customers by providing them an avenue
to share information about your brand
and products
Clear content related to financial products
and services and better customer
service are things SMBs look for in
financial service brands
Use LinkedIn to disseminate
information about financial products
and services, customer service and to
build confidence
1
2
3
How SMBs in the Netherlands are embracing social media
How SMB’s in the Middle East
are embracing social media
Who did we survey? 260 Decision-Makers
in Small and Medium
Businesses (SMBs) across
Bahrain, Kuwait, UAE, Oman,
Qatar and Saudi Arabia.
How are SMBs defined? Businesses with:
• Less than 500 employees
• Less than 20 million AED
annual revenue
This report explores how Small and Medium Businesses (SMBs)
in the Middle East make use of social media.
How SMBs in the Middle East are embracing social media
SMBs in the Middle East are growing
…and are using Social Media
How SMBs in the Middle East are embracing social media
72%
71%
have an increased number of
customers
have increased overall
revenue
have increased overall
profitability 63%
83
SMBs in the Middle East are experiencing
widespread year-on-year growth
How SMBs in the Middle East are embracing social media
HYPER-GROWTH Significant increase in overall
revenue compared to last year
84
16% of SMBs report that they are currently
in a hyper-growth phase
16%
55%
29%
GROWTH Increase in overall revenue
compared to last year
NON-GROWTH No change or decrease in overall revenue compared to last year
How SMBs in the Middle East are embracing social media
85
Almost all SMBs surveyed use Social Media for their business…
92% of SMBs
are Current
Users of
Social Media
5% are Future
Users
How SMBs in the Middle East are embracing social media
86
90%
72%
53%
39% 33%
27%
8%
LinkedIn Facebook Twitter YouTube Google+ Instagram Pinterest
and LinkedIn is the #1 Social Media site used by the companies
of the individual SMB professionals surveyed
How SMBs in the Middle East are embracing social media
SMBs see Social Media as a key way
to meet their business challenges
How SMBs in the Middle East are embracing social media
88
Lead generation and social media are cited as
the main contributors to SMB growth
48%
43%
34% 32%
20% 17%
12% 12%
Contributed to growth incustomer numbers
Contributed to growth inoverall revenue
Lead Generation Social media and social ads
Other online ads Offline ads
How SMBs in the Middle East are embracing social media
89
Growing SMBs are more likely to increase lead gen and social
media spend in the next 12 months
51%
57%
45%
56%
41%
53%
Plan to increase Lead Genspend next year
Plan to increase Social Mediaspend next year
Hyper-growth SMBs Growth SMBs Non-growth SMBs
How SMBs in the Middle East are embracing social media
90
Top challenges currently faced by SMBs relate to generating
business, marketing effectively and hiring
25%
27%
34%
35%
50%
Marketing and advertising effectively
Managing cash flow
Increasing profit margins
Finding and hiring good employees
Attracting new / retaining current customers
How SMBs in the Middle East are embracing social media
91
…. But social media helps SMBs overcome
some of their key challenges
“Social media is important
for retaining/getting new
customers”
“Social media is important for
marketing my company”
84%
69%
“Social media helps my
company source and hire
new employees”
72%
How SMBs in the Middle East are embracing social media
SMBs are looking for financial
information on LinkedIn
How SMBs in the Middle East are embracing social media
93
have used LinkedIn for
financial purposes
46% 57% are already using Social
Media for at least one
financial purpose
How SMBs in the Middle East are embracing social media
94
SMBs can be reached on LinkedIn at each stage
of the decision making journey
7%
9%
10%
13%
17%
18%
16%
24%
24%
Purchased an insurance/investment product
Opened a new account
Contacted a financial representative
Discussed a financial product / policy or account typewith a family member, friend, or colleague
Asked a financial professional for additional info about afinancial product / policy / account type
Conducted additional research on a financial product
Learned of a financial product was not aware of
Shared info about financial trends/products/companies
Learned about a financial company was not aware of
Awareness
Consideration
Purchase
How SMBs in the Middle East are embracing social media
SMBs will be most engaged by do-it-yourself content, as well as
innovation news, and peer or expert reviews
95
Top 6 Impactful Types of Financial services Content
1
Best practices, How-To-guides and
checklists
2
Product performance updates
3
Customer success stories
6
Market and economic commentary
4
Company background
5
New innovations and tech developments
How SMBs in the Middle East are embracing social media
96
Customer service and fees feature highly as factors to
consider when choosing a financial services company
Top 3
Consideration Factors
3. Brand & Reputation 53%
2. Rates and Charges 59%
1. Customer Service 63%
How SMBs in the Middle East are embracing social media
Transparency and clarity as well as direct experience with a
provider, are key to increasing the confidence of SMBs
17%
58%
25%
Confidence in the Financial Service industry in the past 12 months
Increased confidence
Stayed the same
Decreased confidence
9%
15%
18%
46%
52%
56%
65%
Press coverage
Conversations with friends / family / colleagues
Visibility of employees
Responding quickly to enquiries
Personal experience dealing with a provider
Clear explanations of products and services
Transparency of price and terms / conditions
Factors that would increase confidence in the Financial Service industry
How SMBs in the Middle East are embracing social media
Key findings Implications for marketers
Almost all SMBs in the Middle East
use social media
An active presence on LinkedIn is
crucial for successful marketing and
customer acquisition
SMBs can be reached on LinkedIn at
each stage of their financial decision
making journey
Tap into vast pools of potential
customers by providing them an avenue
to share information about your brand
and products
Clear content related to financial products
and services and better customer
service are things SMBs look for in
financial service brands
Use LinkedIn to disseminate
information about financial products
and services, customer service and to
build confidence
1
2
3
How SMBs in the Middle East are embracing social media
Key findings Implications for marketers
Almost all SMBs in France use
social media
An active presence on LinkedIn is
crucial for successful marketing and
customer acquisition
Tap into vast pools of potential
customers by providing them an avenue
to share information about your brand
and products
Use LinkedIn to disseminate
information about financial products
and services, customer service, and to
build confidence
Contact us at https://lnkd.in/contact_us.
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